Chapter 2: Sector of

Tourism Industry
 Sector in 1)
the Transportatio
n 2)
9) Tourism Accommodation
Tourism services

& 3) Food &

8) Travel beverage
Hospitalit trade 9
SECTOR
y Industry 4)
7) Mice Attractions

6) Recreation
5) Shopping
& adventure
 (1)
TRANSPORTATION
• Transportation quality changing effect by era- technology.
• Transportation involved in:
1. Air
2. Road
3. Railway
4. Water
 1. By Air
Flight (scheduled airlines /charter airlines)
Private jets
Malaysia: MAS & Air Asia.
- expanded route of network
- transit
-code sharing: two airlines sharing the same flight.
-hub and spoke system: passenger assembled at central point.
Point-to-point service: short haul distances (small craft,
minimize no. of staff, more frequent)
2. By Road
E.g: Coaches, van, caravan and rental car help
affiliated with the tourism industry.
Coaches- (bus) symbol of package tour facilitator.
Accompany for large group of tourist.
Van: may accompanied for small group of tourist.
May have tour guide
Caravan: Dual accommodation/transportation.
Car rental: customer having flexibility to choose
destination.
3.Railway
• Railway now play marginal role in tourism.
• Allow unlimited access over a given period of time
mostly for (FIT) free independent traveler.
• E.g: KTM Malaysia, Eastern Orient Express (route
between Bangkok to Singapore).
• E.g: KTM, LRT, MRT
 4. Water
Cruise: high-end/prestige
-Will consider about status and nostalgia.
- allow long period journey on ship
- many facilities offered in ships.
E.g: room, F&B, swimming pool, casinos, hall and etc.
Ferry- usually for short distance (diving/snorkeling)
Boat- short distance (diving/snorkeling/ fishing activity)
 (2)
ACCOMMODATION
 Classification of Hotel
City Center/Business
Hotel

Full Service Hotel Resort Hotel

Economy/Budget
Casino Hotel
Hotel

Mixed-Use Convention
Hotel Hotel

Condotels
 City Centre/Business Hotel
 Virtue location
 Meets needs of traveler whether business or leisure
purpose.
 Could be luxury, mid-scale, business, suite, economy.
 Offer range facilities: butler, concierge, secretarial
services, photocopy, fax, WiFi and etc
 E.g: Le Meridian, Hilton K.L (centre area)
Marriott Hotel City Centre, Shanghai

Nirwana Resort Hotel, Bintan
Resort Hotel
 More exotic location and want get pleasure
experience.
 Scenery could be island, beach, mountain, lake
and etc.
 Usually offer activity such as sport and recreation.
E.g: fishing, diving, snorkeling.
 Guest expected quality menu of F&B and
expected to be pampered. (so need high skill staff)
 Guest tend to stay longer in hotel/room rather than
business hotel

Sheraton Doha Resort Convention Hotel
Gallery
Casino de GENTING
Convention Hotel
 Provide facilities that meet need of group or
convention.
 Usually had exceed 500 rooms and large public area.
(because need accommodate large group in one time)
 Have many banquet hall, meeting room, theater room
and etc.
 Offer services such as room service, business center,
shuttle, concierge.
Casino Hotel
 Segment of entertainment industry.
 Boost customer to spending to create
tremendous prosperity.
 Gaming Business for adult.
 Service like business hotel. E.g: secretarial
work, fax. Copier and etc.
 E.g: Genting Highland, Marina Beach
Resort, Las-Vegas
 - tremendous
- Combination
growth sector
of hotel and

ECONOMY/BUDGET
Developed -Price usually
condominium.
CONDOTELS
hotel that may more cheaper
- Developer have and economic

MIXED-USE
build hotel and to attract large

HOTEL
HOTELS
residences
sell as condo niche of
(people use)
unit. customer.
not for renting - offer clean,
- Company can like condotel. reasonable
cut money of - Developer sized,
renting of /company furnished
owner by rent allocate own room.
the condo to room for guest - reduce
other guest. stay. facilities e.g.:
room service,
concierge,
F&B
 Mazzeh Mixed-Use Hotel,
Sofitel Condotel Damascus, Syria

Tune Hotel
 Boutique Hotels
Different look feature /Boutique theme.
Feel from traditional lodging properties.
Unique interior design styles.
Soft attributes atmosphere to fulfill desires of
guest perceived as trendy, affluent, artistic.

Boutique Hotel Viura – The Mustang Nero Hotel, Thailand

Villabuena, Spain
 (3)
Food &
Beverage
Overview
F&B division led by
Director of Food & Beverage.
He/she responsible for
efficient and effective
operation in department:
-Kitchen/Catering/Banquet
-Restaurant/Room Service
-Lounge/Bar/Steward
F&B Director responsibilities:
a. Exceeding guest expectation
in F&B offering and service
b. Leadership
c. Identify trends
d. Finding and keeping
outstanding employees
e. Training
f. Motivation
g. Budgeting
h. Cost control
i. Finding profit from all
outlets
j. Having detailed working
knowledge of front-of-house
operation
Organization Chart in F&B
Division
F&B Director

Asst F&B Administrative

director Asst

Room Beverage Chef Catering Restaurant

Exec Chef
Service Mgr Mgr Steward Manager Mgr

Captain
Server Bar Tender Stewards Sous Chef Service Mgr
Server

Cook Server
 KITCHEN
• In charge by executive chef.
• She/he ensure efficient and effectiveness in kitchen operation.
• To exceed guest expectation in quality and quantity of food,
presentation, taste, and portion size.
• Ensure hot food served hot and cold food served cold.
JW Marriott Hotel, Jakarta

Kerry Hotel Beijing

Controlling Cost in Kitchen
• Essential part for operation
running.
• Control cost in terms of-
food cost, staffing (labor
cost)
• Purpose: to avoid major
wastage.
 Point To Pounder
Malaysians generate 38,000 tonnes of waste per day.
 Of this, around 15,000 tonnes is food waste.
 Of this, 8000 tonnes – or about 60% – is avoidable food waste.
 And of the 8,000 tonnes, 3,000 tonnes is still edible.
 The 3,000 tonnes of food could have fed 2 million people – in other
words, all the people of Kuala Lumpur.
 The average weight of our meal is 450g.
 A quarter of an average Malaysian’s income is spent on food and
beverages.
 A household of 5 people spends an average of RM900 on food.
 With 1/4 of food wasted during preparation, production and
consumption, RM225 goes into the bin every month, or RM2,700 a year
– or more than 1 month’s pay to the urban worker earning the mean
monthly wage of RM2,400.
 Malaysia’s food import bill is between RM35 billion and RM40 billion.
 Diverting food waste from landfills will not only conserve limited landfill
space, but also help to reduce greenhouse gas emissions.
Duty of Executive Chef
 Arrive (morning)- walk through food
counter, check arrangement of buffet line
 Make sure kitchen and food counter clean.
 Check employee on duty
 Ask staff what challenges they faced on
that day.
 Take sample- taste of dishes, consistency,
feel, smell and overall quality.
 Check-walk-in
 Check and approve for food schedule
 Keep daily update revenue of F&B
 Forecast for next day, week, month,
special occasion.
Organization Chart in Kitchen
Exec. Chef

Sous Chef

Chef De’Partie

Demi Chef

Commis 1
Commis 2
Commis 3
Apprentice/Kitchen
Helper
Other Chefs..
• Banquet Chef- responsible for all
banquet food
• Pastry Chef- prepare for hot or
cold dessert items
• Vegetable Chef- prepares
vegetables (may fry cook and soup
cook in smaller kitchen)
Food Operation
• Hotel may have several no. of restaurant
or no restaurant at all.
• Usually major hotel generally has two
restaurant:
 signature or upscale formal
restaurant
 coffee house type
 these restaurant cater for both hotel
guest or general public.
Restaurant Manager Responsible
Exceed guest expectation
Hiring, training, and developing
employees.
Setting and maintain high quality
standard.
Marketing
Banquets
Coffee house service.
In room-dining.
Present annual, monthly, weekly
forecast and budgets for food and
beverage.
• Hotel bars allowed guest to relax
and opportunity to socialize for
business or pleasure.
• Give advantageous to guest and
hotel.
• Profit percentage on all beverages is
higher than F&B department.
• Unlike restaurant, beverage can be
stored even though if not sale
 7. 1.
Cycle of Beverage Billing Ordering

6. 2.
Serving Receiving

5. Bar
3. Storing
Stocking

4.
Issuing
Bar Manager Responsible
Supervising and ordering
process or storage of wine.
liquor, beer.
Prepare wine list
Overseeing staff
Maintain cost control
Assist guest when selecting their
wine
Proper service wine
Knowledge of beers and liquors
in their service
 (4)
TOURIST
ATTRACTION
Tourist Attractions
 Attractions are facilities developed especially to provide
residents and visitors with entertainment, activity, learning,
socializing, and other forms of stimulation that make a region
or destination a desirable and enjoyable place.
 A tourist attraction is a place of interest where tourist visit,
typically for its inherent or an exhibited natural or cultural
value, historical significance, natural or built beauty, offering
leisure and amusement.
Tourist Attraction
1. Natural
sites

2. Natural
events

3. Cultural
Site

4. Cultural
Events
1. Natural Sites
• Closely to natural
environment
• Can be divided to:
a) Topography
b) Climate
c) Water
d) Wildlife
e) Vegetation
f) Protected Natural Areas
g) Location
a) Topography
• Refer to geological features.
• Mountains- e.g.: Mt Kinabalu, Mt Everest, Mt Fuji. To certain individuals
mountain may become symbolic value, aesthetic or religious or iconic
attraction.
• Beaches- e.g.: Carribean, Hawaii, Pantai Cahaya Bulan. Most stereotypical
symbol of mass tourism.
 b) Climate
• In modern mass tourism climate can
attract tourist.
• Depend to tourist interest.
• e.g.: Winter: downhill skiing,
snowboarding

c) Water
-Water significant to certain tourist who
seeking for water activities e.g.: swimming,
kayaking and etc.
- criteria: good water condition, comfortable
water temperature and safe water conditions
-E.g.: rivers and waterfall, geothermal waters
d) Wildlife
• Tourist want to experience
wildlife environment.
• E.g.: zoo: tourist guarantee can
seeing animal and no thrill
discovery
• E.g.: hunting and fishing:
experience real life of wildlife
(deep sea fishing)
• Famous wildlife attraction:
Africa, Canada and etc.
e) Vegetation
• Vegetation exist
interdependently with
wildlife
• E.g.: trees, flowers or
shrubs.
• Famous vegetation:
Rafflesia (Sabah), Giant
redwoods (California)

f) Protected Natural Areas • Protected natural areas such as

National Parks or ‘Hutan Simpan’,
that consist topographical, zoological,
vegetation, wildlife resources.
• Reasons have protected natural areas:
protect integrity and
attractiveness of natural resources
have land available where
undisturbed by human.
 g) Location
• Extreme or centralized location can fascinate
people to come.
• E.g.: Kuala Lumpur, Sydney and etc
 2. Natural Events
• Natural events are often independent of particular
locations and unpredictable of their occurrence.
• Natural events- sunsets, sunrise, volcanic eruptions,
animal migrations, autumn leaf color, spring bloom
displays
• E.g.: Volcanic eruptions (beauty and danger)
• E.g.: Turtle in Terengganu
3. Cultural Sites
• Cultural sites known as ‘built’, ‘constructed’, or
‘human made’ sites.

c) Contemporary d) Economic
Culture

b) Historical e) Recreational

a) Pre historical
Cultural f) Retail
Sites
a) Pre Historical
• Pre historical attractions including
rock painting, rock etching,
middens, mounds and other sites
associated with indigenous people.

b) Historical
• Historical sites are distinguish from pre historical and
fall under the scopes of ‘recorded history’.
•Consensus within a local community or among
scholar.

Monuments and structures: ancient

monument structures. E.g.: pyramid
(Egypt), Colosseum(Rome), Angkor
Monument National du Mont Rushmore Wat (Cambodia).
 Cont: Historical
• Battlefields: also called dark tourism, most
popular among tourist attractions. Long
term war on tourism. E.g.: Thermopylae
(war within Spartans and Persians)
Chickamauga Battlefield

Heritage district: historical building.

Such as: Forbidden city china

Forbidden City China

Museums: place where community

can augment their tourism resources
inventory and present collection of
local significant artifacts

National Museum of Scotland

c) Contemporary Culture
• Architecture, ethnic neighborhoods, modern
technologies or arts.
• Tourist want experience local culture and their local
food and drinks.
• E.g.: Homestay.
d) Economic Activity
• Living economic activities such as mining, agriculture,
and manufacturing do by local community.
• E.g.: Visit Kedah (paddy field)

Itogon, Philippine

Paddy Field, Kedah

 e) Recreational
• Unique because recreational activities
to meet demands of tourism market.
• E.g.: Golf Course, Casinos, Theme
Parks, Ski Resorts
The Kuala Lumpur Golf and Country Club
Jonker Walk (Malacca)
f) Retail
In certain conditions, retails goods for major
tourist attractions.
Mega-malls: large shopping centre, design
to maximize amount of time tourist spend.
(Hong Kong, Singapore, K.L)
Markets and Bazaar: usually colorful,
‘exotic’, are generic tourism icons in their
respective region. E.g.: Jonker Walk
(Malacca)
 4. Cultural Event
• Regular or irregular in occurance (e.g. The Summer Olympics every 4
years versus one-time-only speacial commemorations).
• Location (e.g. British Open tennis tournament held at Wimbledon
versus the changing Olympics site).
• Range in size from a small local arts festival to international mega-
events such as the football World Cup.
• Events may be ‘single destination’ or ‘multiple destination’.
• Thematic classification assigns events to topical categories such as
history, religion, music and arts.
TYPES OF CULTURAL EVENTS
(a) Historical Re-Enactments and
Commemorations
 Motivated by a deep-seated desire to connect with
significant events of the past. E.g. Re-enactments of
America Civil War battles such as Gettyburg.

(b) Sporting Events

 Major sporting events are exceptional in the degree which they attract
extensive media attention, and the number of television viewers. E.g.
Olympic Games & World Cup.

(c) World Fairs

 Less prestigious than the Olympics, world fairs also confer a
significant amount of status and visibility to tost cities. E.g. 1988
World Fair in Brisbane.

(d) Festivals & Performances

 Destination have considerable ability to establish
festival and performance type events, since these
can capitalise on anything from particular local
culture. E.g. Australia, host an extremely large
festivals.
 (5)
SHOPPING
• Shopping is an important part of any tourist’s activities.
• Shopping leads as the number one or two activity while traveling for
both domestic and international travelers.
• Dining and shopping appear to be activities travelers put at the top of
their list of things to do.
• Example:- Bayside Marketplace. Launched by the Rouse Company in
April 1987 – become Miami-Dade County’s number-one visitor
attraction – attracted more than 120 million visitors from South
Florida and around the world – has nearly 140 shops offering a variety
of merchadise.
• Factory outlet shopping malls have become major attraction for U.S
and international travelers.
• Manufacturers’ outlets are the fastest growing segment of retail trade.
• Example:- largest outlet mall in the U.S is Sawgrass Mills in Sunrise,
Florida.
• To make shopping as convenient as possible, many
resorts and hotels provide shops featuring gift
items, particularly local handcrafts and artwork.
• There are high-quality gift and souvenir shops
featuring intems of particular interest to visitors.
• Chain hotel and motel companies have also
organized gift shops as part of their operations.
• Airport have virtually become shopping centers.
 (6)
RECREATION
&
ADVENTURE
• The action and activities of people
engaging in constructive and personally
pleasurable use of leisure time.
• Recreation may include passive or active
participation in individual or group sports,
cultural functions, natural and human
history appreciation, non-formal
education, pleasure travel, sightseeing and
entertainment

Recreation
Government-Sponsored
Recreation
• National Park. (e.g.: Hutan Simpan Endau Rompin)
• Public Recreation (e.g.: public swimming pool, public
gym, zoo, picnic areas, game field, playground).
• Guest or tourist do have not to pay or maybe only small
fee for the recreation services.

Adventure Playground
Yosemite National Park, US
Commercial Leisure
• Theme Parks. E.g.: Universal Studio, Walt Disney,
Sunway Lagoon
• Magic kingdom, Disney land
Club is place where member
gather for social, recreational,
professional or fraternal
reasons.
Private club- gather for social,
Club
recreational or professional
reason.
Country Club and City Club.
E.g.: golf club, swimming
course and etc

The Rock
Clubs of
Buenos Aires

Lakewood
Country Club,
CA
Non-Commercial
Recreation

Includes voluntary
recreation – non-profit
oriented
Campus, Armed
Forces and Employee
Recreation.
E.g.: competitive sport,
recreation trips and etc.
Recreation for special
populations

Involve professional and

organization who serve
group such as, mentally ill,
mentally retarded &
physically challenged.
E.g.: Paralympics Sport
(sport program for
disabilities group)
The gaming industry is a
$83.7 billion business
Employs directly and
indirectly more than 1 million
Gaming
people
87 percent of American people
view casino entertainment as
acceptable for themselves
or others
Indian reservation gaming is a
growth industry
 (7)
MICE
meetings, incentive travel,
conventions and
exhibitions
MICE
 People have to gathered to attend meetings or convention because for
social, sport, business, politic or religious purpose.
 MICE: meeting, incentive travel, conventions and exhibitions.
a) Meeting may involved business purpose or social purposed.
E.g.: school or voluntary meetings.
b) Incentive travel: traveler whose trips are paid for all or in part
by their employer. (as way rewarding staff performance)
c) Conventions : Provide facilities that meet need of group or
convention. Have many banquet hall, meeting room, theater room and
etc.
d) Exhibitions: Exhibitions can be divided into trade and
customer subtypes. Involve participants who attend such event for
pleasure/business or leisure purpose.
 a) Meeting
Meeting are conference, workshop, seminars or other
event purpose to assembled people for exchange
information.
Example: clinic, forum, seminar, symposium and
workshop.
b) Incentive Travel
• Example:
Company Annual
Dinner, Award
Events or etc.
• Reward staff by
give free holiday
package.
 c) Conventions
Generally larger group of people meeting
with some exposition or trade show
involved.
E.g.: Convention hotel, KLCC conventions
centre & etc.
 d) Exhibition
Have variety type of venues, may have table booths and live
demonstration.
E.g.: MATTA Fare, FAMA exhibition, Halal Food Festival,
TV3 Jom Heboh
 (8)
TRAVEL
TRADE
 Travel Trade
Become familiar with tourism distribution systems organizations and their
functions
Understand the role of travel agents and their dominance in the
distribution system
Consider the impact of the Internet on the distribution system
Examine the role of the tour wholesaler
Recognize that a combination of all channels of distribution can be used
by travel suppliers
Tourism Distribution Channels
Suppliers
Suppliers
Transportation
Transportation Providers
Providers Accommodations
Accommodations Food
Food Service
Service Resorts
Resorts
Recreation,
Recreation, Entertainment,
Entertainment, Etc.
Etc.

Specialty
Channeler
Host Retail Specialty Specialty
Direct Travel Agent Channeler Channeler
Tour
Channel Wholesaler
via
Internet
Tour
Telephone
Wholesaler
Suppliers
Office
Tour Retail Travel
Retail Travel Wholesaler Agent
Retail Travel Specialty Agent
Agent Tour Channeler
Wholesaler
Retail Travel
Home-based Agent
Travel Agent

Customers
Customers
Individuals
Individuals Pleasure
Pleasure Groups
Groups Business
Business Groups,
Groups, Etc
Etc..
 (9)
TOURISM
SERVICES
 Tourism Services
• Tourism and travel-related services includes
services provided by hotels and restaurants
(including catering), travel agencies and tour
operator services, tourist guide services and other
related services.
Tourism Services Required

• Expected quality service

• Customer satisfaction
• Understand and meet guest need
• Builds services team
• Service guarantee
Tourism Service Distribution
Channel
Travel Agencies- provide important sales and information
between service supplier (hotel/restaurant/shop) and traveler.
Computer system- use internet, website, and computer
reservation system
Tour operator- engage planning, preparing and do marketing.
Meeting/event planners- employed by organization and task
to detailed planning for meeting, convention, tournament
and etc.
Tourism services
including….
• Transportation
• Accommodations
• Food and beverage
• Attraction and entertainment
• Destinations
The Importance
& Contribution
 Important of MICE
• As a Place for people to gather and do their
activity.
• Place where people can exchange information
and brainstorming ideas.
• Involved event planner, help event more
organized and run accordingly.
• Safety and security is main important things
during event.
 Important of
Accommodation
Lodging important to fit transportation and destination
patterns based on individual preferences.
Place for guest/traveler stop by for relax, vacation,
sleep, eat, do activities and etc.
Accommodate for business traveler or leisure purpose.
As place that out of surrounding from common
environment.
People can assembly/gather to do activity such as
convention hotel.
 Importance of transportation

• Help people to travel as a medium to carry

people from one destination to another
destination.
• Without technology of transportation people
cannot travel for a long distance (save time).
• Help in support other sector.
• E.g.: support hotel and attractions place.
 Important of Recreation and
Adventure
• Recreation is basic component of our lives
and well being.
• Reduce stress level.
• Recreation allow people having fun and
form lasting relationship.
• Make people more active and direct result
increased technology and productivity
advancements
 Business
Operation
within Sectors
 The
Interrelationshi
p
 Interrelationship Within MICE
Hospitality & Tourism Industry

Generate various range of income from, MICE

charge, F&B, Accommodation, secretarial services,
equipment rental and etc.
Encourage tourist to learn historic, cultural and
recreational activities in surround area.
Develop and promote the image of community.
Represent various industry involved transportation,
hotels and motels, restaurant, attractions, supplier and
local authorities.
 Interrelationship between Recreation and
Tourism and Hospitality Industry
• Recreation places can attract people to travel
and stay. Tourist will find accommodation for
stay (helping hotel business).
• Usually, recreation places will offer food and
beverage services for basic consumption life.
• Related to transportation services for cater
people movement.
The Complexity of the
Tourism & Hospitality
Industry
Challenges Face in Bar Department
Must set strict policy and proper guideline.
Service staff must be responsible and well train.
Limit Bar Liability. (only certain staff can enter
bar store)
Security surround- because of intoxicated guest.
Pilferage- Employees steal or tamper with liquor.
Trend in MICE
• Globalization: more people are going
abroad to attend meetings
• Competition: competitiveness in creased
among all destinations.
• Technology: more sophisticated.
Increase technology in term
computerized system, audio and graphic.
Trend in Recreation and
Leisure
• Increase all fitness activity
• Increase personal leisure time
to computer activities.
• Additional learning and
adventure opportunities for
elder.
• Recreation program for youth
and kids. E.g.: summer camp.
 Challenges in F&B Sector
Restaurant guest is not predictable.
TOO MANY GUEST- food delay and poor service.
TOO FEW GUEST- employee are underutilized.-
increase labor cost

 So as manager- need to keep record number

of guest served by restaurant in day, week,
monthly.
 Urgent Transportation
Problems

1. Congestion
2. Safety and security
3. Environmental damage
4. Seasonality
THANK YOU